Womenswear label Metalicus unveiled its first new-look store today, with another eight stores scheduled to open over the next 12 months.
The official opening of the re-designed store, located in Queens Plaza, Brisbane, marks the start of a busy expansion period for Metalicus, which has contracted design company Hecker Guthrie to revamp the brand’s store concept.
The next new-look Metalicus outlet will launch in Miranda’s Westfield complex in Sydney on July 7, followed by another seven stores by June 2012. Metalicus general manager Alex Brandon said all upcoming stores will be Australian-based, but exact locations are still being negotiated. He also said the redesign represents a turning point for the brand as a whole.
“We have chosen to re-design our stores to mirror the continued evolution of both our product offering and brand. We are constantly moving forward and hence our store environment must reflect and support this,” he said. “The new design forms part of our overall brand strategy so it also creates a point of difference in the market.”
The new store fit-out, which takes approximately four weeks to complete, incorporates a number of fresh design elements with each store to also display its own slightly individual characteristics, such as original wooden floors, key lighting fixtures and detailed rope installations. A 3D rendering of the design was not available at the time of press.
Hecker Guthrie designer Joseph Hamilton describes the inspiration for the interior as simple elegance.
“The brand concept is clean and simple, allowing natural beauty, and the store concept affirms and develops these qualities,” he said.
“The knitted elements drape and stretch, reflecting the original Metalicus fabrics and approach to clothing.”
Brandon said each store opening will also see set launch activity and is hoping the revamp will also move Metalicus into a prime position to compete with international brands.
“We are constantly evolving both brand and product while also strategically planning our international roll out, so the timing to launch the store re-design with Hecker Guthrie couldn’t be better. We needed a store design that could confidently compete on a world stage as Metalicus sets its sights on an international roll out – a move we expect to see happen within 18 months.”
For more on Metalicus’ global strategy, pick up a copy of Ragtrader’s July 15 issue.
Daniela Aroche